In May 2025, Netflix Inc. (Netflix) announced that its investments in India had generated more than US$2 billion economic impact from 2021 to 2024. However, Netflix continued to struggle for mass adoption due to cultural issues that led to recurring censorship. To gain acceptance, the company partnered with Bollywood dynasties, but these alliances reignited India’s ongoing debate over nepotism in an industry dominated by powerful families. At the same time, rivals consolidated their advantages through cricket broadcasting rights, telecom partnerships, and richer regional-content libraries. In 2026, after 10 years in India, Netflix faced a pressing issue: How could it scale in India while dealing with cultural issues and aggressive competition?
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